LNER Steamrolling for success

Merkle UK

After a tough 18 months where during the height of Covid, government guidance was to not travel unless necessary and

revenues fell by 95%, LNER had to bounce back quickly to fill seats and inspire people to travel again. This multi-channel campaign was integrated across online channels including CRM, website, on-app targeting, paid search & social and in our station and onboard Wi-Fi pages. With channel owners working together weekly to get ready to use their channel to deliver maximum results. Our paid activity was split into two strands to achieve the goals. The first drove awareness of the promotion and the second drove sales. Our awareness activity performed very strongly and reached 10m users which was 3 times greater than the forecast (3.1m). The awareness activity also delivered 15.6m impressions and 37,293 clicks. The Conversion activity equally saw great results, driving 3,346 ticket sales which is 52% higher than the planned purchase figure (2,200). With the overall cost per conversion delivered being £4.48, 34% more efficient than forecasted value of £6.81. This seat sale allowed LNER to bounce back on lost earnings, leading to us being the fastest recovering operator in the UK at 89.1% of pre-covid levels, 20% higher than our nearest competitor.